Home
·Projects
·Vans
·2024
·'Always Pushing' 2024 Ad Campaign

Two skateboarders, a young woman with bright red hair and a man wearing a bucket hat, posing together with skateboards in a concrete skatepark.

A young female skateboarder carving a bowl ramp under palm trees in a fish-eye action shot for Vans Always Pushing campaign.

Skater performing a trick above a concrete bowl with palm trees and a large metal excavator bucket in the background under clear blue sky

Skater launching from a concrete bowl with a large excavator and palm tree in the background under clear blue sky.

Black man wearing a green patterned button-down shirt, white t-shirt, bucket hat, and gold chain against a light grey wall

Smiling man wearing a black puffer jacket and cap flashing peace signs against a plain wall

Wide-angle view from inside a bus showing a skateboarder mid-air outside through the window and a seated passenger wearing sunglasses.

Monochrome fisheye photo of skateboarder flying past bus window watched by passengers inside.

Fisheye lens photo of two men inside public transport for Vans Always Pushing campaign.

Skater crouching on top of an orange bus next to wooden ramps with graffiti markings

Skater performing a trick off an orange bus with graffiti-covered ramps in an urban street setting.

Man skateboarding past a bus window at night wearing a white t-shirt and loose jeans

Skater performing a trick on a skateboard above the front of a bus at night

Two people standing outdoors on concrete with a skateboard, holding a camera in an urban plaza setting.

Skater holding a skateboard in front of a yellow bus on an urban street

Skater executing an aerial trick in a concrete bowl next to an excavator bucket and palm tree.

Skater in a white tank top carving a concrete bowl in the Always Pushing campaign for Vans

Person wearing a light jacket, dark trousers and white sneakers standing outdoors next to a bicycle on concrete

Person riding a BMX bike on an outdoor concrete plaza with a street and buildings in the background.

Close-up of a person wearing black and white checkerboard slip-on sneakers and dark pants standing next to a black BMX bike on asphalt.

Vans 'Always Pushing' 2024 Ad Campaign 2024

About

The Always Pushing 2024 campaign from Vans is a visceral, high-octane celebration of skate and BMX culture that eschews polished studio tropes in favor of raw, authentic motion. Under the creative direction of ALEX/2TONE, the project serves as a love letter to the grit of the streets and the precision of the bowl, capturing a diverse roster of athletes including Tony Alva, Lizzie Armanto, and Courage Adams. Through the extensive use of fisheye lens distortions and dynamic live-action technique, the campaign bridges the gap between documentary-style realism and high-energy commercial aesthetics. The visuals thrive on the juxtaposition of urban infrastructure—ranging from industrial excavator buckets to vibrant public buses—against the fluid, gravity-defying maneuvers of the talent. By leveraging natural light to highlight the textured reality of scuffed concrete and weathered metal, the imagery leans into a gritty street-style fashion narrative that feels both immediate and timeless. Whether captured through low-key chiaroscuro lighting or the sun-drenched lens flares of an afternoon session, the campaign consistently emphasizes the kinetic energy inherent in its subjects. This work acts as a manifesto for the skate community, where every frame is constructed to feel like a candid, high-stakes moment, solidifying Vans’ enduring position at the intersection of lifestyle streetwear and authentic, action-oriented storytelling.